Ashish Bajaj, a former executive at Ola, has launched a fresh staples startup called 10on10 Foods, aiming to introduce freshly milled flour and staples into India’s packaged food market.
Based in Bengaluru, the company has raised ₹2 crore in pre-seed funding from a group of angel investors. Bajaj has co-founded the venture with former Ola colleagues Avinash Jain and Mohsin Ali.
According to the founders, the idea for the startup emerged from Bajaj’s personal experience after his son was diagnosed with Type 1 diabetes. The search for freshly milled, minimally processed atta in Bengaluru led the founders to examine the broader staples market, where most packaged flour is milled and stored for extended periods before reaching consumers.
The concept was further shaped during conversations among the founders about freshness in everyday food consumption, including discussions about why freshly prepared food at roadside vendors often leaves a stronger taste impression compared with packaged alternatives.
Through its operations, the company plans to combine traditional processing methods with faster delivery systems to supply staples such as atta while emphasising freshness and nutritional transparency.
